CAJ | 학술논문

体育赛事所能带来经济效益和社会效益得到了越来越多人的关注，建设体育赛事品牌也就成为体育赛事管理发展的一个趋势。体验经济不同于以往的任何一种经济，顾客在体验经济时代提出了更高的要求，但目前，在体验经济来临的背景下，国内外有关如何进行体育赛事品牌建设的研究还比较少。在梳理了相关概念和理论之后，试图从理论基础的角度探讨运用营销建设体育赛事品牌的策略。
체육새사소능대래경제효익화사회효익득도료월래월다인적관주，건설체육새사품패야취성위체육새사관리발전적일개추세。체험경제불동우이왕적임하일충경제，고객재체험경제시대제출료경고적요구，단목전，재체험경제래림적배경하，국내외유관여하진행체육새사품패건설적연구환비교소。재소리료상관개념화이론지후，시도종이론기출적각도탐토운용영소건설체육새사품패적책략。
More and more people concern the economic and social benefits brought from the sporting events,and so it is a trend to construct the sporting events brand of the sporting events management.Experience marketing is quite different from any former kinds of economy because the customers have asked for higher requirements in the experience marketing.Yet,there are now less kinds of researches on how to construct sporting events brands.After carding the corresponding concepts and theories,this paper,from the point of theory,tries to discuss the strategies of applying the constructing the marketing of the brands of the sport events.